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Small Agency of the Year, Northeast, Silver: Badger & Winters

Namesakes Shift Shop's Focus to Purpose Marketing

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Madonna Badger and Jim Winters
Madonna Badger and Jim Winters Credit: Badger & Winters
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Last year, Madonna Badger and Jim Winters decided to focus their New York-based shop more on purpose, a shift that "has given everyone that works here a sense of inspiration, passion and pride in what they do every day," said Mr. Winters. The first major manifestation of the change debuted this January with the "#WomenNotObjects" campaign, which includes hard-hitting videos aimed at halting the objectification of women in advertising. In addition to that initiative, which has received support from women's organizations, universities, brands and even celebrities, the 40-person agency helped Avon engage millennials and increase sales last year with the global "Beauty for a Purpose" campaign. Some other clients include Calia by Carrie Underwood, Starboard Cruises and Naja.